Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Footwear in France

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Executive Summary

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PROSPECTS

Sports categories underpin overall expansion of footwear

Strong demand for sports-oriented products was the main driver of growth in footwear current value sales in 2019, and will continue to underpin the expansion of the category over the forecast period. As more people in France partake in sports and fitness activities on a regular basis, interest in performance footwear such as football boots and running shoes is on the rise.

Intense competition will continue to drive innovation among sneakers brands

In line with the wide adoption of athleisure and streetwear styles, the offer of sneakers in France has exploded in recent years. According to the French Footwear Federation (FFC), over 150 new players entered this segment between 2013 and 2018.

Sneakers boom curbs demand for more traditional shoe types

The boom in demand for sneakers in France has come at the expense of more traditional types of footwear. This is most visible in men’s and children’s footwear, where sneakers accounted for a larger share of sales than traditional shoes in 2019.

COMPETITIVE LANDSCAPE

Many chained and independent footwear specialist retailers in France have struggled in recent years due to the growing consumer preference for sneakers over other types of shoes. This is because leading sneakers brands often have preferential or exclusive distribution agreements with major sports goods stores chains such as Decathlon, Foot Locker and Courir.

Eco-friendly sneakers brand Allbirds arrives in France

US-based sports footwear producer Allbirds entered France in July 2019 with the launch of a dedicated local online store. Sustainability is at the heart of the identity of this company, which offers stylishly minimalist but comfortable and durable sneakers made from merino wool and other natural materials.

Vivarte’s debt woes continue despite extensive restructuring

Though it remained the third leading footwear player in France in 2019, colossal debt has forced Vivarte to divest most of its brands in recent years. After spinning off Pataugas to Hopps Group in 2017, in the first half of 2018 it sold Naf Naf to La Chapelle Fashion, André to Spartoo and Besson to Groupe Philippe Ginestet.

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